Consumer Behaviour

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Consumer Behavior
E-Commerce Winter 2011 Marek Maurizio Università Ca’ Foscari - Venezia

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Learning Objectives
• Describe the factors that influence consumer behavior online. • Understand the decision-making process of consumer purchasing online. • Describe how companies are building one-to-one relationships with customers. • Explain how personalization is accomplished online. • Discuss the issues of e-loyalty and e-trust in EC.

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Netflix.com
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opening case

Consumer Behavior

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Learning about Consumer Behavior Online
• Finding and retaining consumers is a major critical success factor for most businesses • Apply both online and offline • Key: understanding consumer behavior and model it

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Learning about Consumer Behavior Online
• The purpose of a consumer behavior model is to help vendors understand how a consumer makes a purchasing decision • If a firm understand the decision process, it may be able to influence it • A Model of Consumer Behavior Model • two major parts: influential factors and the consumer decision process

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Consumer Characteristics

Environmental Characteristics

Merchant and Intermediary Characteristics

Product/Service Characteristics

Buyer’s Decision

EC Systems

Basic Factors of a Consumer Behavior Model
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Exhibit 4.1

Influential Factors
• Influential factors are those that may affect the consumer’s intention to buy • Major influential factors

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Consumer/Personal characteristics
• demographic factors, individual preferences, and behavioral characteristics • major demographics that sites track: gender, age, status, ethniciy, income, occupation • gender is roughly balanced. imbalances are found in specific sectors • Some of them can be correlated. for instance higher education = more income -> result in more online shopping • More experience in online shopping = more online shopping

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Environmental Factors
• The environment can influence a buyer decision • Social variables: influence by friends, what’s “fasion” this year, internet communities, social networks opinions • Community/Cultural Variables: differences in behavior between countries (Usa, China, Nepal, Italy) or regions • Other: law, moral, ...

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Product/Service Factors
• Controlled by vendors • pricing • promotions • the products themselves and their quality • the physical evironment • customer services

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Merchant and Intermediary Factors
• Online transactions can be also affeccted by the merchant that handle the product • Reputation, trust, marketing

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EC Systems
• The platform for online transaction • Security, protection, payment mechanism, etc. • Consumers are more likely to buy from well designed e-tailers • sites with large set of functions • functions to prevent possible trouble

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Behavior Process Model
• Product of the decision making process • f(p,pr,me,sy,en) -> d • As with all models, the exact function is unknown • Reality is complicated, but we aim to approximate the function to model the behavior of the masses

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AIDA(S): a Classical Model
• AIDA model 1898 model to describe advertising effectiveness • A-Attention: Attract the attention of the customer • I-Interest: Raise the customer interest by demonstrating features, advantages, benefits • D-Desire: consumer may be convinced that the product statisfy its needs • A-Action: consumer take action toward purchasing • Additionally: S-Satisfaction: generates loyalty and repurchases

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Generic Purchase-Decision Model
• A general puchasing-decision model consists in five major phases • each composed of one or more activities and actions • not every consumer...
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